MTB Finder
Specialized · MTB Retail Experience
I created the MTB Finder to help riders navigate the MTB range, connect their riding experience to the right bikes, and understand the differences between models.
I developed the initial concept and information flow, working with Product and Brand teams to shape the experience and art direct the final execution across multiple retail formats.
Role
Concept Development · Information Architecture · Art Direction · Retail Experience
Collaboration
Product · Brand · Retail Marketing
THE CHALLENGE
Specialized had strong product stories for individual bikes, but lacked a clear way to help riders understand the MTB range as a whole. With dozens of bikes and communication often centered on technology, the shopping experience could feel overwhelming and leave riders unsure where to start.
THE APPROACH
I created a rider-first experience that simplified the range by connecting bikes to how riders actually ride. The goal was to narrow the range to 2–3 relevant options, creating an easy starting point for conversation, comparison, and test rides while bringing a more graphic, information-led element to the retail environment.
THE SYSTEM
RIDER FIRST
Start with how they ride, not the technology.
NARROW THE RANGE
Guide riders toward 2–3 relevant options.
START THE CONVERSATION
Create a natural bridge to staff, comparison, and test rides.
BUILT FOR RETAIL
Develop multiple formats to support different retail environments and points of engagement. Banners, digital screens, takeaway brochures.
